Film lovers and film buffs go to film festivals because they love films, discovering new directors and being the first to see the next indie hit. They’re a guaranteed audience. On the other hand, many average moviegoers stick to their suburban multiplexes, perceiving film festival films as serious, pretentious or, even worse, dull. This year’s campaign went directly after this group. Calgary-based W A X partnership incorporated tongue-in-cheek excuses to not attend the festival and superimposed them over images of serene suburbanites along with the tagline, “If films make you uncomfortable, call them movies.” The campaign featured print ads, posters, program guides, T-shirts, guerilla stickers plastered around the city and commercials featuring the faux target audience ran in theatres and on television.Credits: waxpartnership.com | www.calgaryfilm.com